Advancing Development Through Social Media

Dr. Maura O'Neill is the chief innovation officer and senior counselor to the administrator at USAID.

Earlier this week, I had the opportunity to moderate a panel for Social Media Week about the latest social media trends in international development. It was the first event of its kind here at USAID and I was happy to moderate. With panelists from UN Foundation, USAID, Huge Inc., iStrategy Labs, and Internews, it was a vibrant discussion to say the least.

The social space has become saturated with creative content from diverse thinkers and implementers of social good, and this could not be a better time for partners in development to use this space for improving programs and reaching even more people. Each panelist introduced a unique, and important, perspective to the conversation about the role of social media in the development world.

The UN Foundation alongside the UN General Assembly hosted an amazing Social Good Summit last September. Caleb Tiller, executive director of Communications and Public Affairs, introduced it as a powerful example of how social media can drive conversations around the globe about important issues that directly affect the daily lives of those engaged in the discussions online. He also pointed out that the inherent reach of social media is a benefit for initiatives such as the Summit because it is a quick way of engaging the individuals who are important to the conversation. The Social Good Summit reached more than 300 cities worldwide and local simultaneous summits were held. This has significant impact in the development space because it means we can connect with more people, educating them about important issues that affect their lives – from global health, to gender equality, to ending extreme poverty (the list goes on!). It also means that any work we do has the potential to reach a thousand-fold the audience we would have reached through more traditional communications means.

Social media also allows room for more innovative ways of assisting people with few resources. And our partners and colleagues have been doing great work using social media as a tool to help promote advancements in the field of development. Through Facebook, Kate Watts, Managing Director at HUGE, helped facilitate the highly successful Pepsi Refresh campaign that gave more than 300 grants and $20 million to users for beneficial projects around the community. Participants submitted thousands of ideas through Facebook that people voted on. Nearly 132 schools and organizations benefited as a result of the campaign, more than 40 communities received affordable housing and parks, and 21 neighborhood parks were refreshed.

Kathleen Reen (right) of Internews explains the importance of digital security at USAID's panel on social media and development. Photo credit: USAID

Kathleen Reen, Vice President for Asia, Environment and New Media Programs at Internews, brought up the important factor of protecting information that resides in digital spaces. To address the challenge, they’ve implemented programs and training to ensure digital security in vulnerable societies that face challenges with access to Internet. As Kathleen said, “In vulnerable/censored societies, changemakers need knowledge digital tools to stay safe.”

It’s clear that the broad boundaries of social media bring to the forefront various issues we need to keep in mind, and continue to fine-tune, so we use platforms in smart ways. At USAID in particular, it is critical for our virtual efforts to translate to “real-life.” One way to do this was to use videogames as a channel to reach youth in Jordan. It increases their real-life knowledge about civic responsibility and engagement by getting them engaged in building and running virtual cities. Maryanne Yerkes, senior civil society and ICT advisor at USAID, explained how USAID’s Innovations in Youth Capacity and Engagement (IYCE ) program says that games directly strengthen youth engagement when integrated offline components.

We know that social media has isn’t perfect and has some of its own downsides. But, only through trying new approaches to our work and embracing new technologies can we discover powerful ways to drive more quickly our development goals.

What is your experience with social media and development? Join the conversation.

9 Comments

It is great to see USAID leading this discussion. I manage a USAID business environment and economic policy reform project and outreach and advocacy are crucial to our success. We need to reach policymakers, businesses, and citizens to promote understanding of issues and maintain pressure to implement reforms.

We have been experimenting with various forms of social media and have found that Facebook is surprisingly effective in reaching citizens. To some extent there can be some interaction on policy issues via Facebook (http://www.facebook.com/KonkretnoSrbija), but I think we have room to improve our ability to promote dialogue via Facebook (as opposed to getting information out). You Tube (http://www.youtube.com/user/BEPSerbia/videos?view=0) may be our best means for communication, as we have created several videos that quickly engage businesses and citizens in policy issues. Youtube has also generated dialogue through comments from viewers. Twitter has been quite effective in reaching the media and driving traffic to policy papers on our websites. We developed a project website http://www.bep.rs and a separate policy website http://www.policycafe.rs and they have been quite effective in distributing information. Our attempts to have interactivity on the website – sort of a blog part – have not been successful.

I hope this is helpful and others will add their ideas, successes and failures.

I followed the event live via the #smwUSAID hashtag and thoroughly enjoyed it. I also asked several questions, such as how can you measure return-on-investment.

I would love to know if USAID have any plans to conduct research in to how social media can be used for international development in the Global South? For example I recently read a report ‘Social Media Use Amongst Most-at-Risk Populations in Jamaica’ which was funded by USAID. I would like to know whether the recommendations from the report have been implemented in Jamaica and if so whether the campaign was successful.

Are USAID funding any similar market research projects in others countries with high prevalence of HIV, Uganda for example. It would be interesting to take this case study and test it further.

With such rapid growth of mobile phones in Africa, the potential for social media interventions is massive. However it seems sensible to conduct the relevant market research to evaluate this potential.